‘Bridge of Life’ from Cheil Worldwide Seoul shortlisted in Titanium & Integrated Lions

Only 30 campaigns have made the cut at the shortlist stage of the Titanium & Integrated Lions, including one from South Korea: “Bridge of Life” for Samsung Life Insurance from Cheil Worldwide Seoul.

The Samsung’s Bridge of Life project is already a multiple Lion winner with two Golds in Promo+Activation. Cheil created the idea to combat suicides on the Mapo Bridge. They created an interactive bridge by introducing a human touch to deter would-be jumpers, rather than erecting physical barriers. They installed sensors on the guardrails, so that when people walked by, lights turned on according to their movements. On the lighted rails appeared short messages, making it seem as if the bridge was speaking to the passers-by.

No other Asian entries were shortlisted, however from Asia Pacific Australia had two shortlists and New Zealand had one.

From Australia:Metro Trains ‘Dumb Ways to Die’ via McCann Melbourne and Coca-Cola ‘Small World Machines’ via Leo Burnett, Sydney/Leo Burnett, Chicago.

Draft FCB Auckland made the cut with Mini/SPCA ‘Driving Dogs’.

The Titanium Lions will be presented on Saturday night.